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What Nonprofits Taught Me About Social Media Marketing

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It’s no surprise that the coronavirus has caused either a spike or downfall for companies and marketers across the world. Times are scary for sure, not just from a global, economic and healthcare standpoint but as a marketer, it’s hard to know when and what to share. The news is overwhelming and you might even question if it’s okay to continue marketing when people and the economy are hurting. While sales will likely suffer (unless you’re lucky enough to be selling toilet paper, hand sanitizer or face masks), times like this can present an opportunity to increase brand awareness and present your company as one that strives to come alongside people during crisis. Increased brand awareness and building a customer base that knows and trusts you can result in loyal customers during and post pandemic.

I was sitting through a client call the other day brainstorming social strategies for an ecommerce business and realized a lot of their strategy was similar to what I learned in my previous career as a nonprofit professional. I worked in the nonprofit sector for 5 years prior to entering the digital marketing world and a lot of our marketing strategy was based off emotional appeal. This is because service-oriented nonprofits support people during times of struggle. People, specifically donors, enjoy the feeling of being able to make a difference. Successfully figuring out how to reach out to donors is one of the many duties of a nonprofit marketer. Little did I know the skills I learned in the nonprofit world would be relevant to digital marketers during trying times.

Here are some ways to put a positive spin on your ecommerce marketing techniques during these times of uncertainty. I’ve pulled some ads from my favorite brands to share how businesses are utilizing these techniques during times of crisis!

1) Be Sympathetic – Most people don’t appreciate the person who cracks inappropriate jokes at the wrong time at the big family reunion. Don’t be that person. Don’t market images or services that go against social distancing or other protocols in place (Seriously, it will likely be disapproved anyways). Instead, consider messaging that supports your customers in a time of need. Brooks Running even encouraged their customers to support local running stores. This depicts that they’re a company who cares about more than just profit.

Brooks Ad Screenshot

2) Do Research On Your Industry- What are some trends, positive or negative within your industry? Be sure to utilize knowledge and data already present. No need to reinvent the wheel entirely!

3) Use Lighthearted Humor – While I absolutely don’t deny the severity of the current crisis, sometimes a bit of tasteful, light-hearted humor can score a win with your customers. Are you a fashion company? Perhaps poke fun at all the remote workers wearing sweatpants all day when working remotely. Are you a grocery delivery service? Then advertise being able to get groceries delivered without walking away from your refrigerator. Get creative with brainstorming fun ways to engage with your customers! Here, Barry’s Bootcamp is poking fun at the fact you don’t even need to change your wardrobe to workout.

Barrys Ad Screenshot

4) Interact With Your Customers – Intentionally interacting with your customers shows you care. While several businesses are likely too large to maintain this type of contact with customers, any kind of interaction with customers can be viewed positively! Comment on social media posts if possible and even feel free to go live with stories on Facebook or Instagram. If you’re selling products online, be sure to have stellar customer service or chat commerce. Internet usage is up, especially during times of social distancing so be sure to take advantage of this opportunity. Here, Kodiak Cakes is asking their followers what they eat for breakfast. This is a fun way to get to know your customers and engage with them on social media.

Kodiak Ad Screeshot

5) Giveaways & Stories – Who doesn’t like free stuff? Can your business afford to do giveaways in return for customers retweeting, commenting or sharing your posts? Not only will this result in a happy customer but it can also make brand awareness skyrocket. Can you offer free delivery for online orders with limited access to stores? Do you have positive testimonials of customers who love your product? Don’t be afraid to share that on social media. People will love it. Here, Nature’s Bakery is having a drawing for a month’s worth of snacks and a water bottle if people follow them and tag a friend.

Natures Bakery Ad Screenshot

6) Have A Clear Call To Action – This is probably one of the most important things to remember as a marketer. What do you want your customer to do? Don’t forget to include this in your messaging! One of the biggest mistakes you can make is successfully increasing brand awareness without prompting your customers to take action. Be sure to have clear, measurable KPIs and conversion actions in mind. Here, Mrs. Myers is telling customers to purchase their new scent for their cleaning products.

Mrs Myers Ad Screenshot

Wrapping it Up…

In the nonprofit marketing world, it is best practice to split your content evenly into three areas – Appreciation, Advocacy & Appeals. While there are obvious disparities between nonprofits and businesses, not every post has to promote your product or service. It’s okay to add variety in moderation. Sometimes we need to courageously take a few steps back in order to move forward in the future. Below, you can see Starbucks sharing a story about one of their partners (employees) going above and beyond to serve a customer. Note how they don’t use every post to prompt customers to purchase but they also use posts as an opportunity to share stories.

Starbucks Ad Screenshot

People will remember your business for treating them with kindness during these times and this will likely result in returning or new customers. Be sure to have fun with your marketing! While businesses and nonprofits have their differences, I think there are a few practices from the nonprofit sector that businesses can learn from during trying times!

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Community work for police employee who leaked confidential files that wound up on Facebook

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Community work for police employee who leaked confidential files that wound up on Facebook

The National Intelligence Application holds a wealth of information about millions of New Zealanders. Photo / Peter McIntosh

A police employee who used intelligence software to pry into the lives of people her friend thought were suspicious has been sentenced to 80 hours community work.

Kayla Watson also took photos of four people’s secure police files and sent them to her friend, who then posted them in a Facebook chat group.

Early last year she was acting manager for the crime reporting line in Auckland when her friend contacted her about letterboxes being damaged and residents being harassed in her Massey neighbourhood.

“Dodge house was in our carpark attaching [sic] cars, breaking our letterboxes and fighting again last night,” she said to Watson over text.

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According to the Crown summary of facts supplied to NZME, Watson responded with: “What’s the address, I’ll have a look?” She then logged into the police’s National Intelligence Application (NIA) and searched the address her friend had supplied.

The NIA is a secure police record system used to store information about millions of New Zealanders. It includes flags for firearms licence holders, people known by police to be HIV (Aids) positive, and alerts for paedophiles and convicted murderers.

Access requires a security clearance and its use is audited to ensure employees aren’t misusing it. When new employees are given access, they are warned they can only use it for work purposes and must have a reason for everything they search within the system.

Alerts within the system can be placed on addresses and occupants of that same address can be linked to it.

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Watson clicked on four people associated with the address and then took photos on her phone of their files, which included the last three months of police callouts at the address.

“There is aaaalloooot [sic] against their address,” Watson said in a follow-up message to her friend. “Family violence, disorder, drug searches … the list goes on.”

She then sent the photographs she’d taken of the NIA files to her friend via Facebook messenger. Shortly after, the friend posted the images to a Facebook chat group containing 10 other people within the Massey area.

At least five of them had viewed it before police became aware. The photos were later removed from the group.

Watson’s lawyer, Todd Simmonds, told the court that he was seeking a discharge without conviction for his client and that the consequences for her employment with the police would be significant-enough as a punishment.

“Those consequences would be out of proportion to the overall gravity of what she foolishly did on the morning in question,” he told the court.

Simmonds said that it was likely Watson would be dismissed from the police if she was convicted and rejected the Crown’s submission that the offending had been premeditated.

Crown lawyer Rob MacDonald said that a key part of the offending was the harm Watson had caused to the community and the public’s trust and confidence in police and their ability to keep confidential information a secret.

He argued that there was an element of premeditation in her offending because it was several hours after her friend texted her that she logged onto NIA.

“It gave her several hours to contemplate her actions, it wasn’t knee-jerk offending reacting to events happening at that time,” he told the court this afternoon.

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“This isn’t a street fight that happened in the heat of the moment.”

MacDonald said consequences for Watson were already under way and police would be awaiting the outcome of today’s hearing to see whether she had been convicted.

“This goes to the heart of the defendant’s role at the police and the access that sworn and non-sworn officers have to private information. It’s something the police audit themselves every year as they appreciate the consequences of unauthorised access,” MacDonald said.

Ultimately in the Manukau District Court this afternoon Judge Penelope Ginnen declined to grant Watson a discharge without conviction, but she didn’t agree with the Crown’s view that her offending had been premeditated.

“It is my view there was not a great deal of premeditation, it was a spontaneous decision and you acted on it with too little thought,” she said.

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“Your position in the NZ Police requires a degree of trust to not misuse your position…you’ve breached that trust. You’ve worked for the police for a long time. You know that while things are monitored and audited the very nature of the work means it needs to be a high trust environment.”

Judge Ginnen said it was lucky that the information wasn’t shared further than the chat group.

“In this digital age it just takes a few clicks of a button for information to be distributed around the world.”

Judge Ginnen said Watson’s actions had damaged the police’s integrity, their trust within the community as well as the privacy of the individuals whose photos and files she shared.

“It was an appalling lapse of judgment on your part. But I do take into account that you didn’t do this for personal gain and you didn’t know your friend would share the information with the chat group,” she said.

“But it was a serious thing you did.”

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In sentencing Watson to 80 hours community work Judge Ginnen said she took into account Watson’s early guilty plea, complete lack of criminal history and her otherwise exemplary record during eight years working for the police.

However, the aggravating factors around the breach of privacy and the privileged position Watson was in for having access to the information in NIA meant that she could not escape a conviction.

Watson was placed on restrictive duties after the discovery of the information breach and returned to work within a month.

The police told NZME in an emailed statement that they could not comment on Watson’s case as it was still an active employment investigation.

Since the NIA was introduced in 2001, there have been several instances of police misusing the system, including one sworn police officer who gave information to gangs. Another used it to access information about his Tinder matches.

According to data released to NZME under the Official Information Act, four breaches of the NIA have resulted in criminal charges in the past five years – two of which were uniformed staff and the others were civilians, with Watson being one of those people.

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There are still 20 ongoing investigations into misuses of the NIA, with 13 of those involving sworn constabulary members.

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Facebook, Twitter, and Other Social Platforms Go Offline

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Facebook, Twitter, and Other Social Platforms Go Offline

Everything is down. Wednesday afternoon, widespread outages began to affect many of the internet’s most popular services, both social networks and otherwise. As of this writing, Facebook, Instagram, Twitter, Pokemon Go, and the McDonald’s mobile application a just a handful of the many services suffering from log-in difficulties. According to DownDetector, there’s no regional basis for the services going offline and reports are coming in from all corners of the country.

Meta—the parent company of Facebook—is only reporting “Major disruptions” with its ad service while Twitter says all of its systems are operational. Despite the difficulties, all other status pages for the aforementioned services suggest everything is operational. Keep scrolling to see what people are saying.

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Wannabe Blackpool councillor suspended by Tories after civil service staff called 'pedos' in Facebook post

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Wannabe Blackpool councillor suspended by Tories after civil service staff called 'pedos' in Facebook post

A prospective Blackpool councillor has been suspended from the Conservative Party following a series of offensive posts on social media that called …

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